WINNING SERVICE STRATEGIES

FOR COLLEGES AND UNIVERSITIES:

HOW TO OPTIMIZE RECRUITMENT, RETENTION, AND
OPERATIONAL EFFICIENCY BY PROVIDING EASY, IMMEDIATE
ACCESS TO INSTITUTIONAL INFORMATION

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WINNING SERVICE STRATEGIES FOR COLLEGES AND UNIVERSITIES:
HOW TO OPTIMIZE RECRUITMENT, RETENTION, AND OPERATIONAL
EFFICIENCY BY PROVIDING EASY, IMMEDIATE ACCESS TO INSTITUTIONAL

TABLE OF CONTENTS
Executive Summary .......... 1

Questions and Answers .......... 2

A Better Way .......... 4

Proven Results .......... 7

University of Oklahoma .......... 7

University of Houston .......... 8

University of Memphis .......... 9

University of South Florida .......... 9

Azusa Pacific University .......... 10

Washington State University .......... 11

University of Southern Queensland .......... 11

A Plan for You .......... 12

About RightNow Technologies .......... 13

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 EXECUTIVE SUMMARY
Higher education is a tough business. The competition for prospective students is fierce.
Even after you’ve successfully recruited your students, you have to work to keep them.

One of the most important things you have to do to successfully recruit and retain students
is get them information. Prospective students and their parents want information on
admissions, financial aid, curriculum, athletics, and other issues affecting their decision.
Current students need to know about course registration, financial aid, housing, parking,
and other aspects of campus life. Schools that can’t quickly provide this vital information
miss recruitment opportunities and achieve less-than-optimal retention rates.

Several factors typically limit the ability of colleges and universities to deliver accurate
information to students and prospects in a timely manner:
·· Information resides primarily in the heads of specialized administrative staff, so the ability
to answer questions is constrained by the availability of those specialists
·· Information is dispersed across multiple independent offices, forcing students to look in
several places before finding someone or something that can answer their question
·· Administrative offices typically handle communications on an ad hoc basis, so there is
little consistency or synergy between the answers students are given on the phone, via
email or on the web
·· Budgets for phone support, email management, and web content development are
limited, undermining communications capabilities across all channels

Fortunately, many institutions of higher learning have already demonstrated that these
challenges can be overcome by the right combination of best practices and new technology.
These schools have succeeded by implementing information delivery strategies based on the
following core principles:
·· Creating a knowledge base that effectively and continuously captures the information in
the heads of staff experts
·· Using that knowledge base as a centralized, web-based repository of information where
everyone can find all the answers they need
·· Leveraging that knowledge base across all channels, so questions can be quickly,
accurately, and consistently answered over the phone, via email, or on the web
·· Taking advantage of hosted technology to reduce costs and accelerate time-to-benefit

This document explains how these principles work and provides specific examples of
how they’ve been successfully applied at a wide variety of colleges and universities. These
institutions have achieved significant results by adapting customer service tools and
techniques that have already proven themselves in the commercial sector. Their experiences
prove that any school can improve its ability to answer questions within existing budget and
staffing constraints.

..........
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 QUESTIONS AND ANSWERS
It seems simple enough. Someone is thinking about attending your institution and has a
few questions. You have lots of smart, knowledgeable people who would love to answers
those questions. So, theoretically, the questions should get answered and the prospective
student should be one step closer to enrollment.

Unfortunately, the reality is quite different. Prospective and active students alike often find
it quite difficult and time-consuming to get the answers they need. Parents, alumni, and
other constituencies face the same struggle as well. Their frustration is not beneficial to
either recruitment or retention. So communication problems aren’t just unpleasant. They
have a direct impact on the financial performance of every college and university.

Students and parents may find their experiences particularly frustrating in light of
the expectations created by their interactions with private-sector companies. Many of
these companies have invested millions of dollars in multi-channel contact centers and
therefore enable them to quickly respond to consumer inquiries over the phone or the
Internet. Because colleges and universities don’t have these kinds of large, sophisticated
customer service departments, they face significant challenges in offering the same kind of
responsiveness the average American is used to.

In fact, colleges and universities face several challenges when it comes to providing
responsive service. These include:

Specialization
Unlike corporate contact centers—which make use of large numbers of first-tier service/
support generalists—colleges and universities generally rely on subject-matter specialists to
answer questions. These administrative employees have accumulated a wealth of knowledge
over the years about programs, policies, and processes. That makes them great resources
for students and parents with questions. However, this approach also means that valuable
knowledge remains “locked in the heads” of these key specialists. A school’s ability to answer
questions is therefore largely constrained by their personal availability.

Fragmentation
Corporate customer service departments usually provide a single 800 number for people
to call and/or a single “Ask a question” link on their websites. Once they receive an
inquiry, they may route the customer to accounting, merchandise returns or some other
department—but they first handle it in a very centralized manner.

Colleges and universities, on the other hand, typically interact with their constituencies
in a more fragmented way. A student has to decide whether to call financial aid, the
registrar, the bursar’s office, the athletic department, or admissions. Even at schools that
have implemented some sort of information “clearinghouse,” these separate departments
still maintain a good deal of independence in terms of how they manage and deliver
information. This can be problematic for student and parents, who may not know exactly
which department to talk to and end up contacting several departments to ask multiple
unrelated questions.

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 Ad hoc communications
Corporate contact centers usually have highly structured processes for answering questions,
sharing knowledge and escalating queries. Because of the structure and culture of most
educational institutions, such formalized processes usually don’t exist. One department
may try to handle every phone call that comes in. Another may ask callers to email their
questions so they can be handled later. Some may be more proactive about developing
helpful web content than others. As a result, students and others have to deal with each
department in a different way. The service experience may be inconsistent within a single
department. In fact, without standardized processes in place, students often receive different
information from a person they speak to on the phone than they get on the website.

Limited resources
Universities can’t afford to hire legions of call center operators or the telecom infrastructure
those operators need to do their jobs. They can’t spend a lot of money on fancy websites or
on content development for those sites. They don’t have budgets for scaling up their email
management capacity. These resource limitations make it difficult for them to deliver the
kind of responsive, high-quality customer service that students need and expect.

Despite these apparent hurdles, colleges and universities need to find a way to deliver better
service. No one wants to lose a potentially great student because a parent couldn’t get a
question about financial aid answered. And no one wants to lose an existing student because
of a course registration or housing snafu.

Recruitment and retention aren’t the only reasons for streamlining service processes. If your
administrative staff is tied up asking the same questions over and over, they won’t be able
to get to their more critical and/or strategic tasks. If your alumni don’t feel they’re being
treated properly, it could adversely impact your endowments. And if you don’t have a way
of quickly letting everyone know about parking policies, IT services or campus safety, you
could be opening the door to potentially expensive and disruptive problems.

That’s why it’s critical for today’s complex educational institutions to aggressively re-evaluate
the way they answer questions across all of their communication channels. The financial
performance of the institution and the quality of student life are at stake.

In this section, we describe the problem in more detail—building on the four bullet points
in the summary:
·· Creating a “living” knowledge base
·· Making the knowledge base useful
·· Leveraging the knowledge base across all communication channels
·· Eliminating IT costs with a hosted solution

Case studies of winning service strategies for colleges and universities are presented as well
as a step-by-step plan for you to launch a successful online information initiative.

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 A BETTER WAY
As the examples throughout this paper illustrate, forward-thinking colleges and
universities have been able to effectively address the issues that have historically impeded
communications with students and other constituencies. And they have done so without
having to overhaul the structure or the culture of the institution—or making massive
investments in contact center infrastructure.

While every institution takes its own unique approach to improving the quality and
responsiveness of its communications, several common strategies have proven themselves
useful in this context:

Creating a “living” knowledge base

The best way to overcome the limitations imposed by specialization is to get knowledge out
of the heads of individual staff members and into a knowledge base. This is a critical first
step in expediting the delivery of information to students and others, where and when they
need it.

This can seem like a daunting, labor-intensive task. But with the right technology and
processes in place, it can actually be rather painless. Generally, the institutions most
successful at knowledge base implementation have been those that have not taken a heavily
“front-loaded” approach. That is, they haven’t invested a huge amount of person-hours
trying to create some kind of massive, comprehensive knowledge base. Instead, they have
taken a more incremental approach—starting with a good initial body of knowledge items
and evolving it on an ongoing basis.
There are several reasons why this is the better approach:
·· I t’s impractical to try and build the “perfect” knowledge base in one shot. You can
waste a lot of time and effort trying to think of everything your students will ever ask
you. It’s much more practical to come up with a relatively small and focused set of highly
important knowledge items from subject-matter experts and/or existing departmental
documents. This allows you to start realizing the benefits of a knowledge base more
quickly.
·· 80 percent of questions can be answered with 20 percent of your content. Anyone
with experience in a university office knows that students ask a lot of the same questions
over and over. Just by addressing these “Top 20” issues, institutions can significantly
improve the quality and efficiency of student services.
·· Content should be driven by real needs, not best guesses. Departmental staff may
think they know what students want, but they can be wrong. That’s why it’s wise to
put mechanisms in place that allow knowledge base content to be driven by the actual
questions that students ask day in and day out. That way, the content will be well aligned
with students’ real needs.
·· Information needs are always changing. Even if subject-matter experts could come up
with the perfect knowledge base, it would become obsolete as a new policy was issued or a
new program was introduced. This is another reason why the management of knowledge
base content should be approached as an ongoing, interactive process—rather than as a
one-time brainstorming marathon.
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 Successful schools are always tracking the questions students ask and turning them into
knowledge base content. They also ensure that the knowledge base can be managed
and maintained by non-technical staff. This helps keep content fresh and eliminate the
bottlenecks that occur when content authoring is dependent on the participation of already
overburdened IT staff.

Making the knowledge base useful

It doesn’t matter how relevant, comprehensive and up-to-date a knowledge base is if nobody
uses it. That’s why it’s important to put the knowledge base on the web where everybody
can access it. Just about every student today uses the web on a daily basis. They’re used to
going online to get fast access to the information they want.

But it’s also critically important to make the knowledge base very, very user-friendly. After
all, plenty of university websites are full of good information. And many have lists of
frequently asked questions (FAQs). The problem is that it’s hard for site visitors to find the
needle of an answer they want in that huge haystack of information.

Robust search/query functions are therefore critical to knowledge base success. Rather
than having to navigate their way through a complex websiteor scroll their way through
dozens of FAQs, people with questions should be able to easily find what they’re looking
for with a simple keyword search or natural language query. This type of search function is
an enormously powerful tool—allowing site visitors to quickly get answers 24 hours a day,
seven days a week without any assistance.

Another useful knowledge base function is the “Top 20” list. As noted above, a large
percentage of questions any institution or department has to handle typically revolve around
a relatively narrow set of issues—such as deadlines, forms and contact info. Presenting these
most common answers first ensures that the maximum number of site visitors will find what
they need after just one or two clicks of the mouse.

It’s also important to make sure the link to the knowledge base is prominently featured on
the home page. This ensures that anyone coming to the site with a specific question gets to
the knowledge base right away. In fact, the most effective sites steer users to the knowledge
base from a variety of different points so that they can still get to it even if they’ve browsed
past the home page.

Many schools go one step further and actively promote the knowledge base in a variety of
ways, such as in school periodicals or on their telephone hold messages. Some even create a
“brand” and/or logo for their knowledge base in order to further maximize awareness and
visibility for this strategic information resource.

Leveraging the knowledge base across all communication channels

While the web may be the primary medium for exploiting the power of the knowledge
base, it’s not the only one. Phone and email are also very important communication
channels. That’s why it’s important to leverage the knowledge base across those channels
as well. Proper use of the knowledge base brings new efficiencies to phone and email
communications. It also ensures people get consistent, accurate answers regardless of which
channel they choose to use at any given time.
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 In general, a knowledge base is applied to phone communications by having university staff
members use it as an internal reference resource. If a staff member takes a phone call, he
or she can look up the answer in the knowledge base in much the same way as a student
or parent. This strategy allows even new employees or temporary office workers to provide
callers with accurate answers to their questions.

Sometimes, in addition to having access to all the answers available on the public site,
internal staff is also given supplemental content appropriate for internal use only. This
further enhances their ability to quickly answer questions regardless of their personal
expertise.

On the email side, the knowledge base can be applied two ways. First, it can be used in
much the same way as it is with the phone. Staff members responsible for responding to
emails simply insert appropriate answers from the knowledge base into their replies. This
greatly boosts their productivity, provides consistent answers and eliminates errors, since
they don’t have to type their replies.

Second, the knowledge base can actually be used to eliminate the need for a reply
altogether. With the right technology, students’ emails can be “scanned” and—by checking
for keywords and other text-based clues—one or more items from the knowledge base
can automatically be presented as possible answers. This technique can lead to significant
reductions in email workloads.

Management of email workloads can also be made easier through the use of business rules.
These tools enable incoming emails to be logged, tracked and routed—unlike conventional
Outlook mailboxes, which don’t provide any intelligence or automation.

Another important benefit materializes when organizations link their knowledge base with
their phone and email channels, as well as to the web. Often, after responding to a phone
call or email inquiry, staff members will realize the answer they just gave would make
a valuable addition to the knowledge base. With the right processes in place, they can
quickly submit that answer to an assigned knowledge base or websitecontent manager. This
approach is very effective for building a knowledge base that is very comprehensive and
highly relevant to students’ needs. It also takes the burden of trying to figure out exactly
what students want off the shoulders of content managers. Instead, student-driven content
gets produced and enhanced naturally and painlessly in the course of regular, everyday
communications.

An integrated multi-channel approach also encourages use of the web. When staff members
provide an answer on the phone, for example, they can point out that the information they
just provided could have been found on the web. They may even direct the caller to the
specific “online answer” for reference purposes. This increases the likelihood that callers will
use the web knowledge base in the future.

Eliminating IT costs with a hosted solution

The high-impact, high-efficiency communications strategies described here require
implementation of some fairly sophisticated technologies: a knowledge base management

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 engine, advanced search technology, business rules, etc. That can potentially be a problem
for universities and colleges with limited IT resources. Such technologies can be fairly
expensive to acquire and own. In addition to the software itself, the requisite server and
storage infrastructure has to be deployed. Someone has to manage the server(s), storage and
supporting database—in addition to the software itself. There are always upgrades to install
and additional capacity to provide. Ultimately, these costs and workloads may make such a
project prohibitive.

That’s why many universities are opting to implement these technologies as hosted services.
Under a hosted model, all software runs on infrastructure owned and maintained by
the hosting provider. This eliminates the upfront capital costs of buying software and
supporting hardware, as well as the ongoing costs of technology maintenance. It also
accelerates time-to-benefit, since it eliminates the whole process of installing software and
hardware into the existing IT environment.

Instead, the technology itself is essentially ready to go as soon as a contract is signed. It

may take a few days or weeks to actually go live, since an initial knowledge base has to be
created and some business rules have to be put in place. But, with hosting, the mechanics
of the technology itself don’t slow things down. Hosting providers are also in a much better
position to scale up capacity as required and provision fault-tolerant redundancy than an
individual institution.

Web-based applications like online knowledge bases and email management systems are
tailor-made for hosting, since they are accessed from a desktop browser. In fact, hosted web-
based solutions can be accessed from anywhere anytime—since all that’s required is Internet
access. That makes it easy for managers and staff to work from multiple campus locations, as
well as from home or on the road.

PROVEN RESULTS
These strategies aren’t just theories. They are proven best practices that yield dramatic results
at a wide range of educational institutions. Here are just a few examples of the results
colleges and universities have achieved by combining hosted technology with improved
processes.

UNIVERSITY OF OKLAHOMA
With over $120 million under its management, the University of Oklahoma’s
Financial Aid Services organization is actually one of the states’ larger businesses.
It’s also a critical resource for students and their families, who depend on aid to
secure the future a university education can provide. Yet despite its importance,
the department has just seven full-time employees operating in customer service.
Those seven employees can receive over 1,000 calls per day at the start of the school
year. Combine that with an onslaught of email and walk-in traffic, and things can
obviously start to get bogged down.

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 To address the situation, the department implemented an online knowledge base.
The resource was launched in 2002 with just 25 question and answer pairs. A year
later—based on actual questions students and parents had asked by phone, email,
or a walk-in visit—that number had grown to 250.
The results have been tremendous. On the first day of the fall 2003 semester alone,
the site attracted 476 sessions during which 1,654 answers were viewed. Of those
476 visitors, only 19 needed to escalate their questions to an email—for a superb
96 percent success rate!
The impact on the office has been dramatic. With their phone and email workloads
reduced by hundreds a day, office staff now gives each client the full attention they
deserve. They’ve also been freed to attend to the quality control measures necessary
to ensure financial aid flows to students in a timely manner. In fact, during periods
of peak activity, the department’s director estimates the system has allowed over
140 person-hours a week to be re-directed from answering routine questions to
fulfilling critical administrative responsibilities.
The OU’s Financial Aid Office’s system can be viewed at:
https://asksooner.custhelp.com

UNIVERSITY OF HOUSTON
UH knew it needed to address its growing communication challenges. Phone
calls and emails were overwhelming UH staff. Subject-matter experts who had
other responsibilities were constantly distracted by phone calls that frontline staff
couldn’t answer. Students and prospective students would often have to make
several calls to track down the answers. UH even had to create an office called
“OnCall” specifically to act as a clearinghouse for the information callers were
seeking.
UH adopted a hybrid strategy to centralize information while allowing each
department to retain its functional independence. Each functional area had its
own project liaison and content manager. Each could determine how to present
the knowledge base within its individual area of the UH website. However, the
underlying knowledge base would be a common one, and search results would
show users all relevant answers across all functional areas.
The system was dubbed “Ask Shasta,” after UH’s cougar mascot. Links to the Ask
Shasta system are featured prominently on the UH home page, and it has been
promoted vigorously through UH publications and other programs.
Use of this online resource has risen quickly from 11,633 viewed answers in
November 2002 to 21,917 in October 2003. As a result, phone calls have
decreased substantially—in some cases, as much as 25 percent. In addition, entry-
level department employees use the knowledge base to answer all kinds of questions

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 instead of referring them to subject matter experts. This saves UH money, while
allowing department experts to focus on their primary work responsibilities.
UH’s system can be viewed at: https://uhhelpdesk.custhelp.com

UNIVERSITY OF MEMPHIS
Like other universities, the U of M has numerous separate functional units. But
students aren’t necessarily familiar with which office handles what. So, questions
about any topic could wind up in the lap of any office at any time.
Getting questions about topics outside their immediate areas of expertise became a
major productivity killer for U of M staff. Instead of simply replying to phone calls
and emails, staffers would have to first figure out who to route the question to or
where the information could be found. That was time-consuming, and it distracted
them from their primary work responsibilities. It was also time-consuming for
students, who might have to make several calls, send several emails and/or browse
their way all around the U of M websitebefore finding the answers they needed.
U of M decided to implement a knowledge base system to address the problem.
Like the University of Houston, the university kicked off a branding campaign
for the system, which was dubbed “Ask TOM” based on the name of the school’s
mascot. That campaign included running articles in campus publications and
having staff wear colorful buttons promoting the new system.
But what really launched Ask TOM was an ice storm in February 2002. With
university offices shut down and staff stuck in their homes, the only way for
students to get information was Ask TOM. The number of online answers viewed,
which had lingered at less than a hundred per day, suddenly shot up to 5,000—and
Ask TOM instantly gained the mindshare it needed to be a success.
Today, Ask TOM averages nearly 9,000 answers viewed per month. With over 850
carefully selected knowledge items in the system, only about 130 of those monthly
views result in students escalating their questions to U of M staff via the online
“Ask a Question” form. That means Ask TOM’s online success rate is a remarkable
98.5 percent.
The University found out just how important Ask TOM had become to students
when a security issue suddenly brought the knowledge base down. The resulting
uproar was tremendous. That event helped motivate U of M to move from an
internally supported on-premise system to its current hosted setup.
The U of M system can be viewed at: http://asktom.custhelp.com

UNIVERSITY OF SOUTH FLORIDA

USF first implemented its online knowledge base as an IT support tool. The
knowledge base was seeded with just ten answers, but within a month grew to over
100. More importantly, with those 100 answers readily available on the USF site,
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 emails and phone calls to its help desk dropped a remarkable 20 percent.
USF thus got an immediate triple benefit:
·· Students, faculty and administrative employees were able to find answers to their
own questions immediately, instead of waiting for replies from IT personnel.
·· Reduced email and phone workloads enabled IT personnel to respond to
questions within 24 hours—instead of the five to seven days that had previously
been the norm.
·· Technicians could focus their time and energies on more critical, value-
generating tasks, rather than answering of highly repetitive support questions.

IT’s success caught the attention of other groups, which dealt with a similar flood
of repetitive questions. As those organizations adopted the same technology,
they experienced similar dramatic benefits: radical reductions in email and
phone volume, improved service and support for their various constituencies,
reduced operational costs, and the ability to have skilled employees focus on more
compelling work.
The adoption of a single technology by these semi-independent departments
created a common look-and-feel for a wide range of information resources across
the organization. This, in turn, led to the development of a common information
portal on the University website, entitled “Ask USF.” The use of a single piece of
software across so many functional areas also eased IT’s job enormously—since
instead of dozens of different applications to support, it only has to support one.
The USF system can be viewed at: http://askrocky.custhelp.com

AZUSA PACIFIC UNIVERSITY

APU offers a particularly excellent example of how an online knowledge base can
improve operations. The school has achieved a remarkable 99.3 percent success rate
answering questions on its website. In other words, less than one percent of the
1,600+ people visiting its website every week are unsatisfied with the answers they
find there and wind up sending APU an email instead.
That success rate has a positive impact in many ways. First, it means students,
applicants and other parties-of-interest can quickly find what they need to know
on APU’s website 24 hours a day, seven days a week. Second, it means APU staff
spends less time answering phone calls, replying to emails and/or dealing with
walk-in traffic to their offices—and more of their time taking care of their primary
job responsibilities. Third, it means life at APU can run more smoothly and with
less confusion, because everyone knows what he or she needs to know.
This positive impact is felt across all aspects of campus life, including academics,
housing, financial aid, food services, health care, and sports.

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 A prime example of how this works occurred at the beginning of the current
school year. The APU campus safety office made some significant changes to
the university’s parking policies over the summer, but had neglected to send
out a notification letter to APU’s students. When those students showed up in
September, they had a lot of questions. Some were a bit frustrated as well!
APU’s web team helped bring the situation under control by immediately
publishing information about the new parking policies on the APU site. So, instead
of storming into the campus safety office or flooding the office’s phones, students
could get the answers they needed right from their computers.
The parking issue demonstrates the contribution an effective knowledge base
solution can make to the quality of campus life at APU.
APU’s system can be viewed at:
http://rightnow.apu.edu/scripts/rightnow.cfg/php.exe/enduser/std_alp.php

WASHINGTON STATE UNIVERSITY

Washington State University deployed an online knowledge base system in
support of its Distance Degree Programs (DDP). The system automatically
answers 98 percent of the questions submitted by current and prospective
students, enabling DDP to provide superior service on a 24/7 basis while keeping
its operational costs low.
The online system provides information about all aspects of DDP, from registration
and financial aid policies to technical assistance for online coursework. By allowing
students to find answers to their questions, anytime, day or night, DDP’s system
keeps phone and email workloads manageable. This frees DDP staff to spend less
time answering routine inquiries and more time working directly with students on
more complex procedural and policy issues, as well as permitting administrators to
focus on key organizational issues. The reduction of phone and email volume also
allows DDP to support a growing student population without increasing the staff
headcount.
Since implementing the system in March of 2002, DDP has experienced a 20
percent reduction in its call volume, even as it has taken on additional programs
and new students.
WSU’s system can be viewed at: http://wsudistance.custhelp.com

UNIVERSITY OF SOUTHERN QUEENSLAND

USQ has built a reputation for excellence during its 35-year history and prides
itself on maintaining a student-centric approach. But this approach was under
threat in 2001, when the number of student inquiries began to outstrip Outreach
Services’ ability to answer them efficiently. Student support areas across the

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 University were inundated with questions ranging from semester commencement
dates to specific questions about assignments, fees, and exam results.
After evaluating alternative solutions, USQ moved forward with an online
knowledge base. Known to the students as USQAssist, the system allows students
to find answers to their questions online, in their own time. When USQAssist
went live, it contained 10 question and answer pairs. One month later, this had
increased to 200 pairs.
USQ immediately experienced a 20 percent reduction in its phone and email
workload. It also cut the time it took to respond to student inquiries by 75 percent.
The web-based solution also enabled USQ staff to work from home, creating
opportunities to further improve service levels.
USQ’s system can be viewed at: www.usq.edu.au/contact

The consistently positive experience of these institutions offers proof that the right
knowledge base technology properly implemented can significantly impact communications
with students, the quality of campus life and the operational efficiency of multiple
departments. Prospective students, current students and internal constituencies all need a
reliable, centralized source of information they can access whenever they need an answer
to a question. University staffs need a way to get out from under the relentless deluge of
questions they receive every day. Knowledge base technology addresses both of these needs
in a highly efficient and elegant manner.

A PLAN FOR YOU

The benefits of knowledge base technology are available to every college and university.
Several simple steps are all that is required to launch a successful online information
initiative:

·· Assess current practices and workloads. The best way to gain cross-departmental
support for such an initiative is to lay out the nature and magnitude of the problem. Take
a look at what your frontline staff and subject-matter experts are dealing with every day,
and you’ll be able to make a strong case for investing in a solution.
·· Gather evidence. The examples provided in this document are just a few of the
many educational institutions that have been successful in leveraging knowledge base
technology to address their critical communication issues. Their experiences can be
critical in securing funding and political support for your project.
·· Start small. Most successful university-wide initiatives have their origin in an
implementation of narrower scope—in financial aid, IT or some other department. By
demonstrating the effectiveness of the solution on this smaller scale, you can gain the
credibility necessary to expand the system.

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 ·· Go hosted. While it’s certainly possible to deploy the technology necessary to support
a knowledge base system internally, hosting is usually the preferable approach. By going
the hosted route, you avoid the capital costs and extended implementation times that can
erode your return-on-investment.
·· Promote yourself. Branding and publicity are important components of any
communication strategy. That’s why it’s important to maximize the visibility of your
information resources and let everyone know about your early successes.
Of course, it’s also important to choose the right technology and the right technology
partner. So look for a company with lots of experience in the education market, a proven
suite of applications and a strong commitment to hosted services. Ideally, your prospective
hosting partner will be able to offer you a live demo of your planned system so you can see
first-hand what you can expect for your efforts—and even show it to others as you build
consensus.

The most critical step to take is that first one. Communication with prospective and current
students will never improve if systems and processes remain as they are today. Someone has
to initiate and champion change. The rewards of doing so are significant, numerous and
easily attained.

ABOUT RIGHTNOW
RightNow (NASDAQ: RNOW) delivers the high-impact technology solutions and
services organizations need to cost-efficiently deliver a consistently superior customer
experience across their frontline service, sales and marketing touchpoints. Approximately
1,900 corporations and government agencies worldwide depend on RightNow to achieve
their strategic objectives and better meet the needs of those they serve. RightNow is
headquartered in Bozeman, Montana.

RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a

registered trademark of the NASDAQ Stock Market.

Contact us today to find out how we can help you create the best possible customer
experience for your customers.

Our solutions:
RightNow CX RightNow Social Experience RightNow Engage
The Customer Experience Suite

RightNow Web Experience RightNow Contact Center Experience RightNow CX Cloud Platform

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